A breakout single, built one DM at a time. Forty-one billion TikTok views later.
Web Design
Armani White, Billie Eilish Launch
A breakout single, built one DM at a time. Forty-one billion TikTok views later.
A full social campaign for the launch of "BILLIE EILISH." Charlotte's Webb built the prelaunch groundwork a month out, then ran DM outreach to more than a million users, platform-specific narrative building on Instagram and TikTok, and follow-up creative tailored to fan behavior. Part of the targeting went straight at Billie Eilish's own superfans, an idea Armani brought to the table that Charlotte's Webb built out and executed. Engagement up 2,500% in under two weeks. The track trended across platforms, racked up more than 41 billion TikTok views, and earned a public shoutout from Billie Eilish herself.
Armani White, Billie Eilish Launch
Overview
Charlotte's Webb built the prelaunch account strategy, then followed it through the single's release and into the rollout of its video, working directly with Armani on the timing of his own content so the marketing and the artist's posts moved together instead of on separate tracks.
Armani White was a Philadelphia rapper with a small, local following when Charlotte's Webb came on to run digital strategy ahead of "BILLIE EILISH," his next single. The song needed an audience before it had a release date, White was teasing it publicly while the sample cleared, and every day of that wait was a day the campaign needed to keep people leaning in rather than losing interest.
Armani White, Billie Eilish Launch
The Challenge
White had roughly 9,000 followers when the work began, not enough of a base to carry a national single on its own. The song's biggest obstacle wasn't the music, it was reach: finding people outside Philadelphia who would actually care about it, without the budget or leverage a major label campaign would have.
It also had to be real. Buying reach is easy and it shows. The campaign needed audiences who were already gathering around similar sounds and similar artists, people who listened with intention, and outreach that read as a person talking to a person rather than a brand blasting a list.
Armani White, Billie Eilish Launch
The Solution
Charlotte's Webb mapped White's likely listener psychographically and geographically, tracing his sound back to his Philadelphia upbringing and the artists that shaped it locally, then widening out to artists across the country making comparable music for comparable audiences. Every target source was vetted for authenticity before outreach began, communities that were organic and engaged, not farmed.
From that map, Charlotte's Webb ran a coordinated outreach campaign of more than one million direct messages, written to read as human, not automated, and built to convert into real fans rather than passive follows. Armani pushed the targeting a step further himself, asking whether the campaign could go straight at Billie Eilish's own superfans, so Charlotte's Webb built and ran a dedicated track aimed at her most hyper-engaged fan communities alongside the broader outreach. Content timing was coordinated directly with Armani, so his own posts led into the single, carried through its release, and continued into the release of the video, with the outreach campaign running underneath the whole arc.
Armani White, Billie Eilish Launch
Armani White, Billie Eilish Launch
Performance Results
"BILLIE EILISH" charted on the Billboard Hot 100 and went on to earn Gold certification in the US and Platinum or better in Australia, Canada, New Zealand, and Poland. More than 1.1 million TikTok videos used the song, racking up over 41 billion views on the platform, and pulled White from a local Philadelphia act into a nationally charting artist, a run that led to his signing with Def Jam Recordings.
White's own following grew from roughly 9,000 to well past a million across platforms as the campaign and the song's virality compounded, turning a local Philadelphia name into an artist with national reach and a major label deal.
Armani White, Billie Eilish Launch
Final thoughts
Armani White, Billie Eilish Launch
Credits
Previous Project
Next Project
A breakout single, built one DM at a time. Forty-one billion TikTok views later.
Web Design
Armani White, Billie Eilish Launch
A breakout single, built one DM at a time. Forty-one billion TikTok views later.
A full social campaign for the launch of "BILLIE EILISH." Charlotte's Webb built the prelaunch groundwork a month out, then ran DM outreach to more than a million users, platform-specific narrative building on Instagram and TikTok, and follow-up creative tailored to fan behavior. Part of the targeting went straight at Billie Eilish's own superfans, an idea Armani brought to the table that Charlotte's Webb built out and executed. Engagement up 2,500% in under two weeks. The track trended across platforms, racked up more than 41 billion TikTok views, and earned a public shoutout from Billie Eilish herself.
Armani White, Billie Eilish Launch
Overview
Charlotte's Webb built the prelaunch account strategy, then followed it through the single's release and into the rollout of its video, working directly with Armani on the timing of his own content so the marketing and the artist's posts moved together instead of on separate tracks.
Armani White was a Philadelphia rapper with a small, local following when Charlotte's Webb came on to run digital strategy ahead of "BILLIE EILISH," his next single. The song needed an audience before it had a release date, White was teasing it publicly while the sample cleared, and every day of that wait was a day the campaign needed to keep people leaning in rather than losing interest.
Armani White, Billie Eilish Launch
The Challenge
White had roughly 9,000 followers when the work began, not enough of a base to carry a national single on its own. The song's biggest obstacle wasn't the music, it was reach: finding people outside Philadelphia who would actually care about it, without the budget or leverage a major label campaign would have.
It also had to be real. Buying reach is easy and it shows. The campaign needed audiences who were already gathering around similar sounds and similar artists, people who listened with intention, and outreach that read as a person talking to a person rather than a brand blasting a list.
Armani White, Billie Eilish Launch
The Solution
Charlotte's Webb mapped White's likely listener psychographically and geographically, tracing his sound back to his Philadelphia upbringing and the artists that shaped it locally, then widening out to artists across the country making comparable music for comparable audiences. Every target source was vetted for authenticity before outreach began, communities that were organic and engaged, not farmed.
From that map, Charlotte's Webb ran a coordinated outreach campaign of more than one million direct messages, written to read as human, not automated, and built to convert into real fans rather than passive follows. Armani pushed the targeting a step further himself, asking whether the campaign could go straight at Billie Eilish's own superfans, so Charlotte's Webb built and ran a dedicated track aimed at her most hyper-engaged fan communities alongside the broader outreach. Content timing was coordinated directly with Armani, so his own posts led into the single, carried through its release, and continued into the release of the video, with the outreach campaign running underneath the whole arc.
Armani White, Billie Eilish Launch
Armani White, Billie Eilish Launch
Performance Results
"BILLIE EILISH" charted on the Billboard Hot 100 and went on to earn Gold certification in the US and Platinum or better in Australia, Canada, New Zealand, and Poland. More than 1.1 million TikTok videos used the song, racking up over 41 billion views on the platform, and pulled White from a local Philadelphia act into a nationally charting artist, a run that led to his signing with Def Jam Recordings.
White's own following grew from roughly 9,000 to well past a million across platforms as the campaign and the song's virality compounded, turning a local Philadelphia name into an artist with national reach and a major label deal.
Armani White, Billie Eilish Launch
Final thoughts
Armani White, Billie Eilish Launch
Previous Project
Next Project
A breakout single, built one DM at a time. Forty-one billion TikTok views later.
Web Design
Armani White, Billie Eilish Launch
A breakout single, built one DM at a time. Forty-one billion TikTok views later.
A full social campaign for the launch of "BILLIE EILISH." Charlotte's Webb built the prelaunch groundwork a month out, then ran DM outreach to more than a million users, platform-specific narrative building on Instagram and TikTok, and follow-up creative tailored to fan behavior. Part of the targeting went straight at Billie Eilish's own superfans, an idea Armani brought to the table that Charlotte's Webb built out and executed. Engagement up 2,500% in under two weeks. The track trended across platforms, racked up more than 41 billion TikTok views, and earned a public shoutout from Billie Eilish herself.
Armani White, Billie Eilish Launch
Overview
Charlotte's Webb built the prelaunch account strategy, then followed it through the single's release and into the rollout of its video, working directly with Armani on the timing of his own content so the marketing and the artist's posts moved together instead of on separate tracks.
Armani White was a Philadelphia rapper with a small, local following when Charlotte's Webb came on to run digital strategy ahead of "BILLIE EILISH," his next single. The song needed an audience before it had a release date, White was teasing it publicly while the sample cleared, and every day of that wait was a day the campaign needed to keep people leaning in rather than losing interest.
Armani White, Billie Eilish Launch
The Challenge
White had roughly 9,000 followers when the work began, not enough of a base to carry a national single on its own. The song's biggest obstacle wasn't the music, it was reach: finding people outside Philadelphia who would actually care about it, without the budget or leverage a major label campaign would have.
It also had to be real. Buying reach is easy and it shows. The campaign needed audiences who were already gathering around similar sounds and similar artists, people who listened with intention, and outreach that read as a person talking to a person rather than a brand blasting a list.
Armani White, Billie Eilish Launch
The Solution
Charlotte's Webb mapped White's likely listener psychographically and geographically, tracing his sound back to his Philadelphia upbringing and the artists that shaped it locally, then widening out to artists across the country making comparable music for comparable audiences. Every target source was vetted for authenticity before outreach began, communities that were organic and engaged, not farmed.
From that map, Charlotte's Webb ran a coordinated outreach campaign of more than one million direct messages, written to read as human, not automated, and built to convert into real fans rather than passive follows. Armani pushed the targeting a step further himself, asking whether the campaign could go straight at Billie Eilish's own superfans, so Charlotte's Webb built and ran a dedicated track aimed at her most hyper-engaged fan communities alongside the broader outreach. Content timing was coordinated directly with Armani, so his own posts led into the single, carried through its release, and continued into the release of the video, with the outreach campaign running underneath the whole arc.
Armani White, Billie Eilish Launch
Armani White, Billie Eilish Launch
Performance Results
"BILLIE EILISH" charted on the Billboard Hot 100 and went on to earn Gold certification in the US and Platinum or better in Australia, Canada, New Zealand, and Poland. More than 1.1 million TikTok videos used the song, racking up over 41 billion views on the platform, and pulled White from a local Philadelphia act into a nationally charting artist, a run that led to his signing with Def Jam Recordings.
White's own following grew from roughly 9,000 to well past a million across platforms as the campaign and the song's virality compounded, turning a local Philadelphia name into an artist with national reach and a major label deal.
Armani White, Billie Eilish Launch
Final thoughts
Armani White, Billie Eilish Launch
Previous Project
Next Project
We build worlds. Yours is next.
Bring us your world. Pitch us a long shot. Or just say hello. We read everything.
A few of the worlds we have built.
We build worlds. Yours is next.
Bring us your world. Pitch us a long shot. Or just say hello. We read everything.
A few of the worlds we have built.
We build worlds. Yours is next.
Bring us your world. Pitch us a long shot. Or just say hello. We read everything.
A few of the worlds we have built.